Consumer Behavior & Marketing Strategy 9th Edition by J. Paul Peter
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Consumer Behavior & Marketing Strategy 9th Edition by J. Paul Peter
by J. Paul Peter,Jerry C. Olson
ISBN 9780073404769
MHID 0073404764
J.Paul Peter is Professor Emeritus and formerly the James R. McManus-
Bascom Professor of Marketing at the University of Wisconsin?Madison.
He was a member of the faculty at Indiana State, Ohio State, and
Washington University before joining the Wisconsin faculty. While at
Ohio State, he was named Outstanding Marketing Professor by the students and he
won the John R. Larson Teaching Award at Wisconsin. He has taught a variety of
courses including Marketing Management, Marketing Strategy, Consumer Behavior,
Marketing Research, and Marketing Theory.
Professor Peter?s research has appeared in the Journal of Marketing, Journal of
Marketing Research, Journal of Consumer Research, Journal of Retailing, and
Academy of Management Journal, among others. His article on construct validity won
the prestigious William O?Dell Award from the Journal of Marketing Research, and
he was a finalist for this award on two other occasions. Recently, he was the recipient
of the Churchill Award for Lifetime Achievement in Marketing Research, given by
the American Marketing Association and the Gaumnitz Distinguished Faculty Award
from the School of Business, University of Wisconsin?Madison. He is author or editor
of over 30 books, including A Preface to Marketing Management, twelfth edition;
Marketing Management: Knowledge and Skills, eighth edition; and Consumer Behavior
and Marketing Strategy, ninth edition.
Professor Peter has served on the review boards of the Journal of Marketing,
Journal of Marketing Research, Journal of Consumer Research, and Journal of Business
Research ; he was measurement editor for JMR and professional publications
editor for the American Marketing Association. He has taught in a variety of executive
programs and consulted for several corporations as well as the Federal Trade
Commission.
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